Creating campaigns with dynamic, engaging and
personalized content is key to success in email marketing, but is often easier
said than done. Premade templates can serve as a stepping stone for crafting
emails, and Campaigner offers hundreds of standard and responsive designs to
choose from. Today we’re launching our Articles feature to make it even easier
for marketers to craft brand consistent campaigns with customizable elements
within Campaigner’s platform, and in tandem with our templates and Landing Pages.
Articles -- a feature now available for all
users -- give email marketers the ability to create their own design elements
in HTML while ensuring their code remains dynamic and adaptable across all
campaigns. Instead of building components like headers and footers with each
message, Articles allow marketers to easily customize these elements in HTML
and save them for reuse in upcoming messages and campaigns.

The Articles feature is essential for
marketers who need brand consist…

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An Unlikely Romance: Social Media and Email Marketing

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Tis the season for chocolate, flowers and… social integration?
With love in the air, many email marketers are focused on strengthening
relationships with their contacts and wooing back customers who may have gone
astray. Harnessing the love that’s in the air, social media is the perfect way
to spice up customer relationships and drive engagement on a new channel.

As completely separate communication platforms, social media and
email are not exactly a conventional couple. However, social integration has
become an instrumental part of any healthy marketer-customer romance. Proven to
drive consumer engagement and create authentic brand advocates, social is a
critical component for every marketing strategy.

Below are five tips for integrating social media into your email
marketing strategy to make your contacts fall madly in love with your brand
this Valentine’s Day:

Keep it Casual

Lasting love isn’t easy, but falling in love is. Marketers
should make it easy for contacts to connect with their brand on social.
Including “like” or “follow” buttons directly in emails, even transactional emails and notifications, will provide easy access to your social channels. Clickable
logos for Facebook, Twitter and LinkedIn will also be immediately recognizable
to the majority of your contacts, fostering a sense of familiarity and ease
with your brand.

Avoid Mixed Signals
with A/B Split Testing

Social media ad headlines hold a significant amount of power
with your audience. A catchy headline will serve as Cupid’s arrow through your
followers’ hearts, but a poorly-crafted headline will send your contacts
running for the hills. A/B split testing can help determine which headline is
most likely to win over your contacts. Also, don’t forget to track the success
of your headlines to help point Cupid’s arrow in the right direction for the future.

Put Yourself Second

Repurposing content is common practice in email marketing, but
content from an email campaign will look out of place on social without the
proper customization. For example, a call-to-action pulled directly from an
email to make a purchase or visit the website would be self-serving if caught
on a Tumblr page. Prove that you really understand your contacts by tailoring
content to specific platforms, such as using a hashtag on Twitter or a meme on
Facebook. They may reward you by sharing branded content with their own social
network, expanding your brand’s presence even further.

Attend Couples Therapy

Just as many couples attend therapy sessions to figure out
what’s working and what’s not in their relationships, marketers must carefully
analyze their efforts as well. Social interaction garners huge amounts of data
and can provide helpful insights into your customers’ behavior. Marketers
should analyze data from each social platform separately to determine which
platform their contacts are most attracted to. However, it’s also important to
create a consolidated view of all metrics to get an accurate representation of
ROI. Incorporating Google Analytics into an email marketing platform like
Campaigner will produce a combined view of your email and social efforts, so
you can then develop the most effective, holistic strategy.

Don’t Be Afraid to Go
Stag

Though social should be fully integrated into every email
marketing campaign, it should also be independent enough to go solo and drive customer
engagement all on its own. Launching campaigns that focus on fostering your
social community, such as special deals for social followers, will help your
brand reach contacts that don’t regularly check email.

When it comes to marketer-consumer relationships, social
integration can be a matter of life and death. By utilizing these best
practices, you might just get a second chance at love.